• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

July 10, 2013: Pitcher Mariano Rivera of the New York Yankees will be retiring after the 2013 MLB season following 19 years in the Majors. Rivera has been on a farewell tour this season, and is receiving accolades from players and teams he has tormented over the years.

AT&T, a partner of both the Yankees and Rivera, is now letting fans get in on the action. A multi-media campaign breaking this week is fronted by a 30-second TV spot that shows fans honoring Riviera, which then directs people to a dedicated Web site where they can leave personal messages and videos.

The “My Favorite Mo-ment” campaign will run throughout the season. Support includes print breaking in The New York Times on Sunday, Yankees Magazine, radio in the New York area, social media destinations including Facebook and Twitter, and online and mobile ads. Lead agency is BBDO, Atlanta.

In the new 30-second spot, we see Rivera on the pitcher's mound, followed by shots of fans throughout New York clapping in rhythm and chanting, "Let's go, Mo. Come on, Mo." Text offers, "New York's behind you, Mo. So are we." It then directs viewers to the Web site where people can add their own messages.

AT&T said that in addition to running on the Web site and on the Yankee Stadium Jumbotron, the personal messages could become part of a TV commercial set to air later this season.